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book, Online Video

Media Buyers Remain Afraid of UGC & Chupacabra

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Advertisers continue to fear user-generated content (aka consumer-generated media) and Chupacrabas, according to an eMarketer report. Instead of contextual ads or sponsorships, buyers are sticking with 30-second pre-roll ads that reduce purchase intent compared to control.

Media buyers prefer online video advertisements (versus sponsorships or branded entertainment) because “viewers dislike or distrust video advertising—even though they freely accept television commercials.” David Hallerman, who wrote the report, says that distrust is what wins over digital buyers who overlook the reduced intent test/control data because the CPMs (cost per 1,000) are irresistibly cheap, and media buyers can’t resist a deal.

“Even on their personal time, a good media buyer can’t overlook a sale,” eMarketer’s Hallerman said. “I have a neighbor who is a senior digital media buyer, and he purchases randomly sized dresses and skirts at Loehmans each weekend.” Hallerman added that despite his neighbor’s peanut allergy, he can’t resist the Jiffy “buy one, get the other 50% off“sales. But, Hallerman added, “He’s certainly financially disciplined enough to resist the paltry 25%-off sales.”

Chupacabra Sightings at Major Digital-Buying Agencies Have Created Near Hysteria.
Chupacabra Sightings at Major Digital-Buying Agencies Have Created Near Hysteria.

“Like last year’s study, media buyers remain afraid of the dreaded Chupacabra,” says to Hallerman. “Many of the top digital-media buyers we interviewed at such leading agencies as Digitas, Avenue-A Razorfish, OMD, UMI and even Scient and Viant are terrified of the goat-sucking beast. This is especially true of those Puerto Rican people, whose fear rose from 18% to 37% from 2008 to 2009.” Hallerman believes the Cupacabra threat may have originated via sales representatives of advertising networks and large media properties, who wished to keep their buyers safe.

“More than 78% of media buyers are taking protective measures against consumer-generated content and Chupacabra attacks,” says Hallerman. “It’s not very different from the swine flu, except that the swine flu actually exists.”

“In my country, many beautiful media buyers would having look at consumer-media,” said Marcos Sanchez of Cerebro Muerto Digital (CMD). “And they no coming back from night after Chupacabra eating their blood.” Sanchez said, under promise of anonymity, that CMD invests no less than 30% of its client’s digital media budget on low-cost inventory on websites that have not been operational in five years or more. “We finding on professional sites like “The Daily Reel” that they video prerolls get 500,000 impressions daily and viewers very, very engaged in banners with 94% recall.”

So… umm…. I’m kidding about only some of that. The preroll is all the rage,  while WVFF has showed how sponsored videos have measurable ROI. Did I ever mention on this blog that you can’t get reach without advertising near UGC (user generated content) because the VAST majority of views are of vloggers, YouTube stars, viral hits… not Hulu shows. Did I ever mention on this blog that you can actually pay a YouTube star a small amount of money to make a funny video about your product that you approve?

Anyway, some other key points for those that see online-video marketing as digital ads only:

  1. A 30-second preroll is not as effective as a 5-second preroll and lower 1/3 ad. In fact, purchase intent goes DOWN due to 30-second prerolls as compared to a control!
  2. People under 30 are far more likely to find an ad funny, emotionally touching or informative (3 proxies of purchase). Is that a function of their familiarity with the medium or the fact that many campaigns are targeting them?
  3. Below are other topics the full report hits. Feel free to send me a copy if you buy one. I can’t find a spare $700 of change in my couch. Plus they never interview me for these, so they can’t be that informative. Moo haa.

  • Why do many people distrust online video advertising?
  • What can advertisers do to overcome that obstacle?
  • Can social media and video advertising be an effective mix?
  • What ad methods are needed with short video content?
  • Is the online video audience as large as it appears?

book, Online Video

YouTube’s Homepage Not as Important as Google’s “Secret Sauce”

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There’s been a fascinating and widespread reaction to YouTube’s redesign, which was based somewhat on superficial changes to YouTube’s homepage (phase one referenced in YouTube’s blog, and a broader change is planned per NewTeeVee and ClickZ).

But the fate of YouTube’s partners, professionals and user-generated content is driven less by the homepage than the “secret sauce.” What, you ask, is “the secret sauce”? Hang with me for a moment first. I promise we’ll get there, and I’ll even give you tips for giving yourself a competitive advantage.

In this horrifically long post, I’m going to analyze the homepage, show why most reactions are missing the point, explore how a video gets “love” on YouTube, and give you some tips for getting views.

Since the redesign, we’re seeing the homepage’s vitality wane. Those homepage videos fetch fewer views than they once did. Where a featured (now “spotlighted” video) once got 100,000 to 500,000 views, the YouTube homepage is less of a driver than before. In case you missed the memo, here’s the latest vernacular.

  1. Spotlight Videos: Highlighted videos YouTube thinks you’ll want to watch, and a “thematic” approach to showcasing the best of the community and partners.
  2. Promoted Videos: Those driven by advertising.
  3. Featured: Includes YouTube’s partner content, other popular content, or those previously spotlighted.

Compare these two screen shots as exhibit A & B: The first is a shot of today’s “Spotlight” videos (aka featured), and the view counts are perhaps 200K on average.

picture-2

Now see YouTube (via archive.org) about 2 years ago when “Farting in Public” was on it. This is not a scientific study, but you’ll see higher average numbers despite the fact that YouTube’s traffic today is exponentially higher than it was one or two years ago. We’d expect to see today’s YouTube homepage videos commanding views that are exponentially higher. So what gives?

picture-3

The coveted YouTube homepage is still prime Internet real estate, of course, and the slippage of average homepage views isn’t entirely driven to the recent redesign — because this phenomenon is not new. A year ago I spoke with an interactive director of a popular company that had its video ad featured on the 2006 homepage, then again in 2007. Before asking him about his results, I told him I imagined far fewer people watched his most recent homepage-featured ad. He asked how I knew, and I explained that we regular YouTubers had grown immune to the large ad on the homepage.

Alas, the power of the YouTube homepage has become, and will continue to become, less important in influence, at least relative to other secret tools at the disposal of The Commercializers of YouTube. Why?

  1. First, only a small portion of daily YouTube visitors even actually see the homepage. They dive deep into YouTube for a specific video, and then out.
  2. Regular visitors (those who spend 20-60 minutes per day on the site) have largely customized their experience to give primacy to their favorite creators via “subscriptions.”
  3. That leaves only the people inclined to visit a homepage of any site, or those that are new and eager to explore. This is a minority, and the longer we spend on YouTube the less we care about the homepage.

YouTube, now behaving more as a division of Google than a standalone UGC/video sharing site, will continue to reward content based on two factors: relevance to viewers, and the premium of the ads they generate. Google prides itself on a legacy of innovation that is often instinctive and not customer driven — we didn’t know we needed Google search in a crowded market. And we didn’t know we needed Gmail, which has more traffic now than YouTube itself.

But most of us miss this fact. Let’s look at some comments about the redesign (from blogs/discussion groups, especially NewTeeVee and ClickZ). They’re focused mostly on the homepage and organizational principle, but are overlooking the more powerful dynamics driven by YouTube’s “secret sauce.”

  • They’ve been disenfranchising us more and more. Eventually we’ll migrate elsewhere and youtube won’t have an audience to advertise too.
  • I think the trend is going towards compartmentalizing video content 1. Quality + Professional free with the hassle of advertising 2. Mixed Quality + free between terrible and good UCG that can be found on sites like youtube and howcast with the hassle of advertising 3. Paid entertainment, video content that can be purchased through itunes 4. Paid, quality instructional content that can be purchased
  • I reckon that for four tabs.: Music-25% , Films-10% , TV-15% , UGC-50%
  • In effect, they are garden walling all the UGC on YT into a section so that if you want to ignore it you can.
  • I go to youtube because I *like* seeing good UGC (gasp)! I totally get that advertisers worry about what stupid crap their ads show up next to, but if youtube can’t patrol their homepage – why can’t they let their trusted users do it
  • I feel this change will marginalize UCG content, but it’s still a million times more democratic than the TV model.
  • The creation of a premium “sand box” for professional content will allow independent producers and large media companies to showcase and monetize their content more efficiently. Also, all content producers on the site will benefit from the inevitable increase in ad spends that are pushed to Youtube.
  • Hilarious! “Premium content” is just what the many millions of YouTube watchers don’t want!
  • I think this will give websites like Viddler and Vimeo a chance to grow their communities to the height of YouTube’s current level of success.
  • The UGC community on YouTube can succeed if they are able to monetize more easily and if established and rising “stars” are identified and receive promotion that positions them as “must-watch,” “YouTube only” content. They can be seen as complementary, and the more YouTube facilitates a parity the better.

Well you’ve made it this far, so it’s time to reveal “The Secret Sauce” of Google/YouTube. As I said, video content will rise/fall based on consumer relevance (duration of view, relevance by keyword, ratings, view counts, favorites, etc.), but the most vital aspect is “black box,” or confidential. We can deduce some things using “Google search” as a proxy. Google’s search results rewards advertisers who bid high prices for “paid placement,” and organic (natural) results based on whether the content is “relevant” (as defined by inbound links and whether we engage, or return Google to refine the search).

Not surprisingly, YouTube is replicating that Google model — giving “love” to content that either satisfied viewers and/or can be monetized via the Partners program. Unfortunately, YouTube is less transparent about whether a video receives primacy because of relevance or ad dollars. There isn’t a clear visual divide between paid and organic videos, even though the new labels (spotlight, promoted, featured) are a step in that direction, and this will continue to become more clear to even the naive surfer that still can’t distinguish between an ad or organic result on Google.

To consider how a video fails or thrives, consider the experience of a typical viewer navigating YouTube. They may choose to engage in the following ways:

  • Visit a specific video based on a link/forward from a friend. They may hang around, or dash.
  • “Hang out” with the community — and that segment continues to grow, but represents a smaller share of overall traffic. It’s also less important from a commercial standpount.
  • “Browse” related videos, and passively accept the “related content” YouTube serves after a video.
  • Dive into a favorite creator (and subscribe)- that could be a pro or an amateur.
  • More and more, visitors search for what they want — whether it’s the latest video gossip about a news figure, or “how to play a jawharp.”
  • Few, I believe, use the homepage design to delve into specific segments or such areas as “most watched” of the day, week or month. It’s possible that YouTube’s user interface (tabs, categories) can be important, but less so than most think.

THE SECRET SAUCE

The “secret sauce” is Google’s proprietary scheme for keeping the viewer engaged, and ensuring that the content continues to not just satisfy their curiousity, but more importantly “hook” them for more viewing (and it works based on average views consumed by a YouTuber relative to a Yahoo Video viewer). The “secret sauce” is, and will always remain, highly confidential and in flux. Otherwise we’ll “game the system” through various tricks. The algorythm that makes up that sauce will get smarter, and more difficult to fool.

We can complain about the “secret sauce,” or accept it and evolve. That means our video content needs to be relevant and captivating. Partners have a distinct advantage, because YouTube would be foolish to favor videos it can’t monetize. So we’ll see powerful and deep-pocketed commercial networks/producers (and advertisers) get an increasing “leg up” on amatuers by giving YouTube a financial incentive to show their videos “love” through paid buys, and favored placement. These entities can pay for “love,” or YouTube may give them free “love” to hook new audiences and mutually monetize their content long term. Recall how much premium placement PopTub had for a while. And sometimes an amateur gets lucky because their content gets “stuck” on the homepage (we saw that last month with CommunityChannel and a few others).

In the meantime, here are some basic tips, and some haven’t changed since last year when I wrote my free eBook (“How to Become Popular on YouTube Without Any Talent“).

  1. Create videos about content that is topical and searched. That’s how Buckley and Sxephil attracted a following that is now somewhat self sustaining.
  2. Build a distinct niche, and market your videos via like-creators and via properties (blogs) beyond YouTube.
  3. Continue to reply to videos that are already popular. The viewer will see the thumbnail, and your video will pick up “spillover.”
  4. Ensure the videos are tagged appropriately, but are also compelling, and engage the viewer. Otherwise algorythms will mistake those for spam. It doesn’t work anymore to tag your video with “sex” and expect that video to sail.
  5. Those thumbnails are as vital as ever. If a video is promoted, featured or spotlighted, the viewer will decide to engage based on the title, thumbnail and duration (we still want short videos).
  6. Here’s a doozy: Leave blank space after your video, so your viewers are less likely to “escape” via “related videos” served involuntarily by YouTube after the video plays (you want your viewer instead choosing a thumbnail for your own video, and those appear beneath the video).
  7. Finally, you’d better monetize your videos and become a YouTube Partner. Sponsored videos that aren’t monetized are not likely to thrive as well as entertaining videos that earn Google and its partners ad dollars.

It’s indeed harder to become an “overnight” success, especially when we have a “vicious cycle of fame”: it takes lots of views to qualify as a partner, and partner status to get more views. So the rich may get richer, and the bar is rising. But don’t despair! JeepersMedia is surpassing 100,000 subscribers, and had only had 4,300 subscribers 10 months ago. So there’s still room for new video creators who tap distinct audience niches, and manage (like Jeepers) to rank continually among the most highly-rated videos of the day.

And as long as the “subscription” model remains important to new YouTube addicts, your success breeds success. A good video can prompt a YouTube noob to subscribe (especially if you ask them to), and then your chances of that individual watching your future videos are much higher.

book, Online Video

The Hidden Layer of Online-Video

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There’s a continuum of video content online, and it’s often misunderstood because we polarize each end. Let’s stop bifurcating, and look at 3 layers of video content. There are advantages to each one, and we’re missing opportunity in “the great debate” between “professional” (networks) and “user-generated content” (UGC).

Video Content Layers are Just Like the Stratosphere. But Different.

Layer 1: Professional content (the only “safe” place to advertise): Advertisers, when they’re not convincing marketers to create their own content, are often urging them to buy ads around “safe” professional content. We don’t see as many ads swarming around such user-generated content (UGC) as cats pooping on skateboards, or dogs riding toilets. Of course the influx of ad dollars into the online-video medium (which is trending upwards while most other ad mediums trend downward) will create a problem. Either ads will get expensive, or online-video’s professional content will have to expand rapidly. True, we’ve seen a proliferation of quasi-pro content that is almost as good as television, and far better produced than most online-video. Unfortunately, that market is hurting more than any because it has neither low production costs or large audiences.

Layer 3: User-generated content (the cheap buy): UGC offers much lower CPMs, so you can reach a wider audience efficiently. You can target specific niches or demographics, and the UGC viewer is, frankly, easier to distract from their content. Want to get someone to respond to your stupid “shoot the monkey” banner ad? You’ll have better luck on a weather and gaming sites than on a professional site (the Wall Street Journal, where audiences are generally engaged in the editorial content). YouTube has limited its number of “partners” who receive a portion of online ads, however. There’s a lot of crap among UGC and a lot of it is inappropriate for ads or copyright infringements. At some point, it’s not worth YouTube’s time to filter creators with tiny audiences. That’s not to say my videos are better than the guy that just started posting on YouTube, of course. Given a random a

The Hidden Video Layer

Layer 2: The Hidden Online-Video Layer: The hidden layer is the overlooked one between pro and UGC, so I’ve decided to call it “The Hidden Video Layer.” I’m creative like that. And I’ll have to say this 100 times before anyone listens. It’s real, it’s big, it’s important to advertising, and most marketers don’t know it exists. Let’s look at three examples.

  1. If a YouTube partner (amateur) has a huge following (50 million views and 100K subscribers) on videos about  videogames, we’d agree that it’s an incredibly smart place for ads and sponsorships selling the Wii or acne cream. There’s lots of ad inventory in that “hidden layer.” Fred — the most popular kid on YouTube — draws more daily views than many prime-time television shows. More importantly, when you aggregate the views of the top 100 amateur creators, you’ll far exceed the audience of almost any daily television show! Little old Uncle Nalts may have 60 million cumulative views, but gets 100K plus views a day. But combine me with a few more, and you’ve got traffic that beats many websites (and the audience is more engaged).
  2. If Yahoo saw fit to create a 24×7 “Lindsay Lohan Online-Video Show,” that’s where you’d want to sell your latest Lindsay Lohan action figure (handcuff accessories sold separately). The video content certainly wouldn’t need to be “professionally produced,” and arguably you’d want to keep costs down to $200 per minute. This channel, while not worthy of professional production, is certainly not UGC. BTW- I’m not advocating for a Lohan network any more than I understand Nancy Grace covering the Tot Mom the past 6 months. Jessica fell into a well, hon, and we’re over it.
  3. To use a non-video example, your aunt’s blog about her daily struggle with foot fungus is somewhat different from the popular TechCrunch blog. But we call them both blogs, and media loooooves its recent stories about bloggers failing to make a living on the medium. Four years ago, we saw stories about brave editors ditching media corporations and starting their own profitable life as a blogger. It’s simple: a blog’s not a blog. And a video channel isn’t a video channel. If you’re advertising, you want to reach large but targeted audiences. That usually means you’re surrounding or interrupting professional content, but not for online video at this point in time. Making well-produced content doesn’t guarantee viewers any more than creating amateur content guarantees a lack of an audience. Make sense? I sometimes spend hours on these posts and minutes on my videos, and dozens will read these words while hundreds of thousands will see my videos. Bad example since neither are professional.

Audiences have zombie-like desire for some amateur video creators

Now this “missing video layer” offers advertisers 8 unique distinctions. I’m holding up four fingers on each of my hands right now, and jumping up and down.

  • Established audiences. No smart producer or advertiser would try to build a new Fred show- Fred already has nearly one million people that have “subscribed” and are waiting for his next video. If I pitched “Fred” to NBC two years ago, I’d have been tossed from the building. But Fred usually gets far more views per video than almost any professional content online. Would you rather “roll the dice” by shooting a viral video, developing branded entertainment, or simply leverage Fred to reach “asses in seats”? Many amateur video creators on YouTube, for instance, have audiences that surpass those of entire video sites.
  • Loyal and Passionate Audiences: viewers consume their YouTube stars like zombies in pursuit of a brain. It’s an indisputable fact. If Fred starting wearing Madonna rings on his wrist, they’d be back in style.
  • Quality: It’s not “professional and TV-like,” but it’s good enough for the audience. I’d rather watch someone I like on a webcam than a boring sitcom or reality-show in HD. If you trust audiences will eventually migrate to “quality” content, then please reexamine what quality means in this medium (at least in 2009).
  • Relevance: Ad targeting is easier as we move deeper into amateur content. “The Onion” has brilliant comedy, but “You Suck at Photoshop” probably has a more specified demographic that helps brands target. You want to reach people that celebrate their adolescence (at any age) or soccer moms? Check out Nalts. But Uncle Nalts isn’t likely to deliver too many right-wing, wealthy, retired men to sell time share or cigars. Relevance is easier now that video content and audiences are growing and fragmenting. Growfragmenting. Want to sell toe fungus medicine? Go to a toe fungus blog, not a health ‘n wellness website. There’s a reason Google text ads outperform almost any targeted display media buy. Relevance. Unfortunately, this makes an ad buyer’s job quite complex and will require more creative treatments than television. But video makers take note: this means we’ll need more than three versions of our 60-second spot (default, gay, and the Hispanic/African American). And if creative budgets aren’t getting bigger, than amateur video creators are well poised.
  • Ad-Safe Content: Unlike regular UGC, most of “the hidden video layer” content is vetted to be ad friendly (a YouTube partner, for example, gets dumped if they break “terms of service” rules like being fowl or violating copyright laws). That’s as true for Nalts as it is for The Universal Music Group’s popular channel on YouTube.
  • Economic Sustainability: Most of “amateur stars” have low costs. So many are making a comfortable living while expensive video sites struggle (Funny or Die). As an advertiser, I’d rather do a deal with content or a distribution channel that is profitable.
  • Cost-Efficient Spends: You can saturate Fred’s channel with ads, or work with him and YouTube on a program that does far more than ads alone. Premium video creators, by contrast, simply need to charge higher CPMs given their higher cost-structure-per-view.
  • Scale: The deeper advertisers go into “the long tail” of video content the better their chances of being able to broaden and scale campaigns without sacrificing targeting & relevance. We may temporarily saturate some niches, but if there’s audience and advertiser demand, new creators will appear.

We’ve allowed ourselves — as viewers, advertisers, and creators — to obsess on the polars of the content continuum: From Oprah to “David After the Dentist.” From “Lost” to and “the giggling infant.” From “The Office” to “monkey smelling its finger.” There’s a lot in between.

There’s goals in them niche hills, advertisers. Gooolllllddd (he cackles with toothless grin and ominous, shaking index finger). Then again, during a gold rush I like selling shovels.

book, Online Video

Will Yahoo Video’s Latest Evolution Work?

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Yahoo Evolution and Reversal of Evolution

There’s news that Yahoo is reversing its web strategy, which was a reversal of a previous strategy. By reversing the reversal, the new reversal may reverse things (see NYTimes).

You see, Yahoo was an early trail-blazer in web video (its DNA was always more media than search), and has gone through a few evolutions.

1) Years ago, the technology company dreamed up plans for elaborate talk shows, sitcoms and other TV-type shows. But the expensive attempts to transport TV entertainment to the Internet “were all disasters,” said Trip Chowdhry, a senior analyst for Global Equities Research.

2) Then it scrapped this model, and has acted as a distributor for audio, video and photographs from other media companies. There were some lower-profile exceptions, like “The 9,” which was reborn as “PopTub” on YouTube).

3) Now the Yahoo producers are identifying their biggest audiences and building short Web shows for those groups of people. Instead of producing TV, Yahoo now recaps TV in a daily show called “Primetime in No Time.” Yahoo says the two- to five-minute-long show has an average of 400,000 daily streams, making it one of the most popular recurring series made for the Web. Can web video about TV survive, and can it be done by a third party? We’ll see

So I jest about this third era being a reversal of a reversal, because Yahoo is smart to produce shows based on the interests of large audiences (as evidenced by their consumption of non-video content about a particular subject). If people like stamp collecting, they’re going to eventually want videos featuring their favorite stamps or, um, celebrity collectors. And we marketers were kinda trained to find an audience need/interest before creating a product. We marketers would rather sponsor someone that already has an audience, rather than someone with great “promise” that may some day attract an audience.

That’s so basic even a marketer can figure it out.

book, Online Video

ROI Better on UGC Than “Professional” Video?

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My friend ran a digital media buying company and literally wrote a book on internet advertising. He told me three things I never forgot:

  • The best color for a banner ad (from a direct response point of view) is “clear.” That is, whatever blends with the publisher site.
  • It’s hard — if not impossible — to make money if you’re buying advertising to get traffic, and your revenue is purely based on advertising.
  • Setting aside demos, banners perform better on weather and gaming sites than higher-end publishing sites (like the Wall Street Journal). This point perplexed me, but he explained his theory on this maybe counter intuitive discovery. The viewer is less engaged in the games and weather content, thus more likely to ditch it for a relevant online ad. It helped too, mind you, that the CPM for a weather.com is presumably much cheaper than a WSJ.com.

So as a marketer I’d say — assuming you could reasonably target your demographic — you’ll probably get a better return on UGC (user generated content, or amateur stuff) than professional content.

A Nalts video is less captivating than an SNL skit on Hulu (and admitting that fact came a little easier than I thought). In the next year, advertisers will feel temporarily safer with Hulu because it’s a network site (and God knows the ad networks and reps will be greasing the palms of buyers everywhere). Brainless ad buyers in NYC will clamour for inventory on the “safe” sites, and drive the CPM artificially high. Meanwhile, there will be a growing inventory of amateur content as YouTube rolls out its “partner program” wider than the paranoid advertising market can handle. So it will invariably drop or maintain.

A study (reported here by NewTeeVee) by The Diffusion Group shows a gap on CPM (cost per thousand views) already emerging:

  • CPMs for professional long-form video are about $40 now and predicted to rise to $46 by 2013.
  • CPMs for professional short-form video are roughly $30 now and expected to hit $34 by 2013.
  • UGC vids currently get $15 CPMs and are seen rising a little, to $17, by 2013.

My short-term bet for advertisers? Buy ads against UGC content, but pick your channels carefully. Don’t buy Invideo ads on Nalts if you’re selling cosmetics, but if you’re Coke running a direct-response program via InVideo ads you’ll probably have better luck buying ads against YouTube amateur partners than Britney.tv (she’s actually entertaining to her audience). YouTube may content otherwise, because they have loads of inventory on professional players, and more at stake there.

For that matter, you’ll probably get a better awareness rating on amateur content because we’re less interesting than professionals. You may, however, get a higher attribute rating (as measured by something like Dynamic Logic) if you buy ads on killer content (like Universal) versus another Fred video. Hard to say there.

Note- I’m biased on this analysis for two reasons. First, I’m in the middle of business planning, and my right brain has been completely shut down as a result. I haven’t even watched a video in days. Second- as a YouTube partner, I have an interest in UGC CPMs (I get a piece of the advertising revenue).

Now the good news for creators and advertising. It’s not an “either or” proposition. The Diffusion Group estimates that $590 million video ad market today will be a $10 billion video ad market of the future. I’ll take a smaller piece of that growing pie.